Less is More
My responsibility for this project was to take the overarching theme of "Less is More" and develop an entirely new campaign to capture the attention of a new market for SimplexGrinnell: smaller business and strip mall owners. I developed a campaign around the idea of folding an older fire safety panel down to the new smaller model by using the visual representation of origami. I art directed the commissioned origami artists and our photographer. Photographer - Patrick O’connor Origami Artists - Origamido Agency - CommCreative
My responsibility for this project was to take the overarching theme of "Less is More" and develop an entirely new campaign to capture the attention of a new market for SimplexGrinnell: smaller business and strip mall owners. I developed a campaign around the idea of folding an older fire safety panel down to the new smaller model by using the visual representation of origami. I art directed the commissioned origami artists and our photographer.
Initial Pitched Concept for Direct Mailer
Campaign development for new fire panel product which was being deployed to a whole new audience
WHAT WE WERE THINKING: Less is often more. Especially when it comes to value. The 4007ES combines the features of a larger panel with a size that is perfect for small- to mid-sized buildings. It’s the best of both worlds, and that’s why it’s easy to see that when it comes to fire and life safety, less is more.
LOOK AND FEEL: These visuals will start with a minimalist feel that will maximize the impact of the “less is more” campaign theme. They will feature paper origami figures, as this practice is a great metaphor for this campaign—an artist folds a larger piece of paper down into something smaller but, ultimately, grander.
All work done was completed under the title of designer at CommCreative (Commonwealth Creative Associates) and rights belong to Tyco SimplexGrinnell and CommCreative.
Other team members who worked on this project were: Mark Selewacz, Tracey Deshayes, Matt Fontaine, Alex Nosevich, Brooke Hummel
